A GLOBAL VIEW OF MOBILE ADVERTISING:               OCTOBER 2010 REPORT - ASIA PACIFIC MARKET

SECOND RELEASE:  INMOBI NETWORK DATA  Release Date: 6 January, 2011

The World’s Largest Independent Mobile Ad Network
To download the full report, visit us at www.InMobi.com/research 

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NET WORK DATA
Network Data: Specifications and Representation
Specifications
Data in this report are sourced from our global mobile advertising network which served 24.1 billion impressions in October 2010. With 102 countries receiving over 10 million impressions in October 2010, we are able to claim one of the broadest and most representative networks in the world. Exact specifications are as follows: • • • • • • • Global Available Impressions in July 2010: 20.3 Billion Global Available Impressions in October 2010: 24.1 Billion Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America Countries Represented: 102 countries with over 10 million impressions in October 2010 Base Measure: Available Impressions Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices Time Periods: October 2010 with change versus July 2010

Representation
InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind, the following issues are present in this data. Mobile Advertising Market Definition: This report covers mobile display advertising only including both WAP and APP. SMS/Text and Search are NOT included in this synopsis. Scale and Time In Market: Representation within the network is a function of the both scale and time in market. Readers can expect more fluctation and variance in younger, smaller markets for the company. Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over 5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact the data. Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a much lesser extent than publishers.

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Source: InMobi Global Mobile Ad Network Statistics, October 2010

ASIA
Asia Regional Profile: October 2010
Asia mobile ad impressions grew by just under 1  billion impressions in 90 days (+8.7%).
Smartphones primarily drove Asia impression growth on the InMobi  network, growing 47.2%.  With mobile phone proliferation across  Asia, Smartphones increasingly become the primary digital media  screen for a large portion of the worldʼs population.

Smartphone gains (+719 million impressions) were  primarily driven by the Apple iPhone.
The Apple iPhone increased +6.5 share points in just 90 days.  This  puts it as the clear number 1 handset in the region with over 1  billion impressions monthly.  As iPhone penetration increases, we  can expect Apple to be the dominant smartphone OS in the region  and continue taking impression share from the historically Nokia  and Symbian OS region.

With 2.2 billion smartphone impressions, smartphones in Asia represent nearly 10% of the global  mobile ad ecosystem.
Android and iPhone OS are leading the push of smartphone  impressions in Asia, capturing +9.3 additional share points in the  region.  This highlights a significant opportunity for advertisers to  reach consumers with engaging advertising experiences in emerging markets.

Available Impression Volume & Composition Type Total Smartphone Advanced July    11,460,224,000    1,523,003,912    9,937,220,088 October    12,457,582,814     2,241,896,823    10,215,685,991 % Chg 8.7% 47.2% 2.8% Global  Development  Index na 66 113

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Source:  InMobi Global Mobile Ad Network Statistics, October 2010

ASIA
Asia OS Shares: October 2010
Available Impressions
OS Available Impressions % Share 24.4% 16.9% 9.4% 1.8% 0.4% 0.3% 46.9% Global  Development  Index -11.4 128 -8.5 105 +7.7 83 +1.6 36 No Change 76 No Change 10 na na Pt Chg

Nokia OS 24.4% 46.9% 16.9% 9.4% .3% .4% 1.8% Symbian OS iPhone OS Android Windows Mobile OS RIM OS Other

Nokia OS        3,034,806,820 Symbian OS         2,101,021,437 iPhone OS        1,173,410,709 Android            219,570,270 Windows Mobile OS             51,159,686 RIM OS             35,094,061 Other        5,842,519,831

As smartphone penetration increases, Android and iPhone OS continue to quickly capture share (+9.3 share points combined) of mobile ad inventory from the traditional strongholds of Nokia and Symbian OS (41.2% combined share).
Android grew over 200MM impressions in just the past 90 days. This represents a 20X increase in monthly impressions to a 1.8% share. iPhone OS grew just under 1 billion impressions and now captures 9.4% of available impressions in the region.

www.inmobi.com

Source:  InMobi Global Mobile Ad Network Statistics, October 2010

ASIA
Asia Manufacturer Share: October 2010
Available Impressions
3% 9% 11% 57% 13% 1% 6% Nokia Samsung SonyEricsson Apple LG Nexian Other
Manufacturer Available Impressions Nokia Samsung SonyEricsson Apple LG Nexian Other         7,096,800,821         1,557,390,379         1,391,375,083         1,173,410,709            310,155,155           168,722,652           759,728,015 % Share 57.0% 12.5% 11.2% 9.4% 2.5% 1.4% 6.1% Pt Chg -4.0 +1.9 -2.8 +7.7 +0.4 -0.6 -2.5 Global  Development  Index 118 80 118 83 71 193 na

Nokia (57%) continues to capture the majority of ad impressions in Asia, although a variety of smartphone manufacturers combine to gain +10 share points (Samsung, Apple, LG).
Apple becomes the fastest growing manufacturer in Asia, gaining +7.7 share pts in only 90 days. This brings Apple to 1.2 billion impressions in the market. Nokia’s -4.0 decline puts it at 7.1 billion impressions in Asia. This still represents over 25% of the global mobile ad ecosystem. In addition to Apple, Samsung also increased its share +1.9 pts of just under 350 million impressions.

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Source:  InMobi Global Mobile Ad Network Statistics, October 2010

ASIA
Asia Handset and Connected Device Detail: October 2010
Manufacturer Apple iPhone Nokia 3110c Nokia 6300 Nokia N70 Nokia 7210 Nokia 5130 Nokia N2700 Classic Nokia 5233 Nokia E63 Nokia 2600c Nokia 2626 Samsung GT-S3310 Nokia N80 Nokia N2690 Nokia 7610 SonyEricsson W200i Nokia 6030 Nokia 6020 Nokia 5300 Nokia 6233 Available Impressions % Share          1,020,183,633            586,539,706             361,196,294            308,369,606            272,961,788            242,926,226            218,498,537            205,843,931            205,442,166            189,057,701            177,644,099            160,988,647            158,860,748            158,779,653            148,182,921            142,223,098            136,870,251            135,419,475             132,517,733             131,198,583 8.2% 4.7% 2.9% 2.5% 2.2% 2.0% 1.8% 1.7% 1.6% 1.5% 1.4% 1.3% 1.3% 1.3% 1.2% 1.1% 1.1% 1.1% 1.1% 1.1% Pt Chg +6.5 -0.1 -0.2 -0.4 No Change No Change +0.3 +0.6 -0.1 -0.6 -0.3 +0.2 -0.1 n/a -0.2 -0.4 -0.1 n/a -0.2 No Change Global  Development  Index 73 153 107 115 180 132 154 181 123 139 150 189 118 175 139 161 163 119 162 128

Apple iPhone (8.2%) becomes the #1 handset in the region.  
The iPhone’s remarkable +6.5 share gain brings the device to just over 1.0 billion impressions in Asia. The second largest device, the Nokia 3110c, holds 4.7% share. Nokia devices dominate the top 10 handsets, representing 9 of top 10 devices.

www.inmobi.com

Source:  InMobi Global Mobile Ad Network Statistics, October 2010

ASIA
Asia Regional Summary:  October 2010 
Available Impression Volume & Composition Type Total Smartphone Advanced July    11,460,224,000    1,523,003,912    9,937,220,088 October    12,457,582,814     2,241,896,823    10,215,685,991 % Chg 8.7% 47.2% 2.8% Global  Development  Index na 66 113 Top 3 OS Systems:  % Share Available Impressions July Nokia OS Symbian OS iPhone OS 35.8% 25.4% 1.7% October 24.4% 16.9% 9.4% Pt. Chg -11.4 -8.5 +7.7 Global  Development  Index 128 105 83

Top 5 Manufacturers:  % Share Available Impressions July Nokia Samsung SonyEricsson Apple LG 61.0% 10.6% 14.0% 1.7% 2.1% October 57.0% 12.5% 11.2% 9.4% 2.5% Pt. Chg -4.0 +1.9 -2.8 +7.7 +0.4 Global  Development  Index 118 80 118 83 71

Top 10 Handsets: % Share Available Impressions July Apple iPhone Nokia 3110c Nokia 6300 Nokia N70 Nokia 7210 Nokia 5130 Nokia N2700 Classic Nokia 5233 Nokia E63 Nokia 2600c 1.7% 4.8% 3.1% 2.9% 2.2% 2.0% 1.5% 1.1% 1.7% 2.1% October 8.2% 4.7% 2.9% 2.5% 2.2% 2.0% 1.8% 1.7% 1.6% 1.5% Global  Pt. Chg Development  Index +6.5 73 -0.1 153 -0.2 107 -0.4 115 No Change 180 No Change 132 +0.3 154 +0.6 181 -0.1 123 -0.6 139

Asia mobile impression growth (+8.7%) is driven by 47% increase in smartphone inventory.
Nokia still commands the majority of impressions in the region (57%) although Apple is growing very quickly (+7.7 share points). Apple iPhone becomes the #1 handset in the region with 8.2% share. Nokia and Symbian operating systems continue to lose share to iPhone OS and Android (+9.3 share points combined).

www.inmobi.com

Source:  InMobi Global Mobile Ad Network Statistics, October 2010

NEXT STEPS

These data are the second of a series of network reports that are released quarterly. Additional regions and markets will be released throughout the quarter. Release Schedule
Network data will be released at least once per quarter with the potential to increase frequency. The next planned release is January 2011 data around February 28th, 2011.

Open Source Research: Getting Involved
Objective industry analysts and thought-leaders are encouraged to comment, question, and participate. We will be sure to consider and update the research based on feedback and questions to improve the quality for all end users.

To participate, contact us at Research@inMobi.com. To download the full reports, visit us at www.InMobi.com/research

www.inmobi.com

Source: InMobi Global Mobile Ad Network Statistics, October 2010

MEASURES AND TERM DEFINITIONS
InMobi Global Research: Measures and Term Definitions
Measures:
Available Impressions: The total number of ad requests made to the InMobi network. Note this is the base measure for all analysis in this report given its representation of mobile advertising activity. % Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device, manufacturer, or OS under analysis. Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified region or country relative to that same inventory type, device, manufacturer, or OS share globally. (For example, iPhone OS Share in Europe is 22.9% while globally its 8.2%. Indexing 22.9% to 8.2% gives us our EU Global Development Index of 279.) Regional Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region. % Chg: The percentage change in absolute value between two different time periods. Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time periods.

Definitions:
Smartphone: Any phone with an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm OS, Nokia N & E Series Phones, or Samsung Bada. Advanced: Any phone with an OS or handset NOT included in the smart phone definition above. Note that feature phones are not capable of receiving mobile display ads and WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment. App (Application): Any impressions served to a Mobile application resident on the consumer mobile device. OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and provides common services for execution of various application software receiving the impression. Handsets and Connected Device: The make and model of the mobile device receiving the impression. Manufacturer: The manufacturer of the mobile device receiving the impression. Other: An aggregation of any remaining impressions not specifically detailed previously.

InMobi Regional Definitions:
InMobi defines all regions per Wikipedia with the following modifications: “Asia Pacific” excludes China and Japan and includes all remaining Asian countries plus the 15 Oceania countries as listed in Wikipedia.

Contact Information:
Readers are encouraged to contact us and/or follow us on www.Twitter.com/InMobi, Facebook by searching “InMobi” and looking for our logo, or follow our company blog at www.inMobi.com/blog. You can also hear from us directly by contacting us at Research@InMobi.com.

www.inmobi.com

Source: InMobi Global Mobile Ad Network Statistics, October 2010

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